How could the G20 do a better marketing job in communicating its views to the global audience?

Case Study 6.1 G-20 and the economic and financial crises: what on earth is globalization about? Protests during a meeting in Buenos Aires, Argentina, November 2018 The Group of Twenty (G-20) finance ministers and emerging-market countries (represented in the G-8) central bank governors was established in 1999 to were not adequately included in the core of global bring together important industrialized and devel- economic discussion and governance. The inaugural oping economies to discuss key issues in the global meeting of the G-20 took place in Berlin, on 15-10 economy on a regular basis. The G-20 was created December 1999, hosted by German and Canadian as a response both to the financial crises of the finance ministers. The G-20 is made up of the finance late 1990s and to a growing recognition that key ministers and central bank governors of 19 countries. Argentina, Australia, Brazil, Canada, China, France, Against globalization Germany, India, Indonesia, Italy, Japan, Mexico, Rus- sia, Saudi Arabia, South Africa, South Korea, Turkey, As the street protests indicate, there is a growing the UK, the US and the European Union (the 20th opposition to the forces of globalization. The anti-glo- member of the G-20). balization movement developed in the late twentie On 30 November-1 December 2018, the world eth century to combat the globalization of corporate leaders from the G-20 countries - representing 85 economic activity and the free trade with developing per cent of the world's output - met in Buenos Aires, nations that might result from such activity. Argentina. They came together in the shadow of Critics say the West's gain has been at the Brexit and the US-China trade war. expense of developing countries. Demonstrators say As has occurred at other World Bank or G-8 meet- rich countries should forgive the debts of the poor- ings, there were massive protests and demonstra- est nations. Generally speaking, protesters believe tions planned. that these global institutions and agreements (WTO The motives for protests at G-20 meetings are World Bank/IMF, G-8, G-20) undermine local deci- multifaceted: the protesters range from anti-war sion-making methods. Many governments and free campaigners and environmentalists (wanting the trade institutions are seen as acting for the good of G-20 to consider moving away from fossil fuels) to transnational (or multinational) corporations (e.g. anti-globalization activists. The arguments for and Microsoft, Unilever). against globalization are outlined in the following. The already low share of the global income of the poorest people in the world has dropped even more For globalization in the past decade, but in the developed world not everyone has been a winner. The freedoms granted For consumers and avowed capitalists, globalization is by globalization have led to increased insecurity in largely a good thing. The fall of protectionist barriers the workplace. Manual workers, in particular, are has stimulated free movement of capital and paved the under threat as companies shift their production way for companies to set up several bases around the lines overseas to low-wage economies. world. The rise of the internet and recent advances in Developing countries are demanding that the telecommunications have spurred on the already surg- EU and the US cut back their agricultural subsidy ing train. Vigorous trade has made for more choice on programmes and provide market access for prod- the high street, greater spending, rising living standards ucts like Central American sugar and Brazilian and a growth in international travel. Supporters of glo- orange juice. However, as agribusiness is focal in balization say it has promoted information exchange, several EU countries and in the US, and with thou- led to a greater understanding of other cultures and sands of agricultural jobs at stake in these areas, allowed democracy to triumph in most countries. it is unlikely that the US or the EU administration will negotiate seriously on these issues in the near The mere fact that the debate can take place future. simultaneously across countries and continents, At the heart of the demonstrators' concerns is however, may well show that the celebrated global the fact that huge transnational companies are village is already here. becoming more powerful and influential than democratically elected governments, putting Questions shareholder interests above those of communities and even customers. Ecological campaigners say 1. What were the key arguments of the anti-global- corporations are disregarding the environment in ization groups? the stampede for worldwide mega-profits. Human 2. How could these protests affect the operations of rights groups say corporate power is restricting multinational companies? Individual freedom. Even business people behind small firms have sympathy for the movement, 3. How could the G-20 do a better marketing job in afraid as they are that global economies of scale communicating its views to the global audience? will put them out of work